Navigating the Dawn of a New Travel Era in EMEA

TrustYou outlines the strategic priorities shaping the outlook for hoteliers in the EMEA region in an exclusive report for HSMAI.

The EMEA region leads global tourism, but 2025 data shows the industry must address operational challenges, guest expectations, and regulatory changes to sustain growth and satisfaction in 2026.

The EMEA (Europe, Middle East, and Africa) region welcomed 793 million visitors in 2025, maintaining its position as a central force in global tourism. The TrustYou EMEA 2026 Pulse of the Industry Report, based on over 82 million guest reviews from 2025, details the region’s performance and outlines strategic adjustments for the year ahead.

In 2025, EMEA accounted for 52.84% of global review volume, with 82,040,664 reviews—a 4.15% decrease from 2024. Despite the decline, the region maintained strong positive sentiment, with 87.19% of reviews being favorable. Of the total, 72,067,816 reviews were positive, representing 46.41% of the global positive share, while 4,552,410 were negative. The hotelier response rate improved to 48%, up from 45% in 2024.

Guest feedback revealed a divide between service quality and operational execution. Service remained a strong point for EMEA hotels, with a positive impact score of +7.85. However, operational challenges persisted. Room maintenance received a negative impact score of -6.32, attributed to high occupancy rates limiting repairs to aging hotel stock. In food and beverage, sushi offerings scored -8.32, indicating guest dissatisfaction with international-cuisine attempts that lacked proper execution and highlighting a trend toward favoring authentic local food.

Regional performance varied across EMEA markets in 2025. The Nordics saw summer bookings to Sweden, Norway, and Denmark surge by up to 263%, driven by travelers seeking relief from heatwaves—a trend known as “coolcation.” Italy increased guest satisfaction to 87.73 by curbing overtourism and prioritizing high-value experiences. In the UK and the Netherlands, hotels responded to high labor costs and upcoming VAT increases by focusing on guest engagement, with the UK achieving a 55.43% response rate. The UAE set a benchmark for luxury service with a world-leading hotel response rate of 70.68% amid ongoing construction growth.

The report recommends three main strategies for EMEA hospitality leaders in 2026: prioritize market sustainability by obtaining and promoting eco-certifications, increase automation for routine tasks to allow staff to focus on personalized service, and prepare for regulatory changes by proactively communicating value propositions in markets facing tax increases or stricter short-term rental laws.

As EMEA enters 2026, the ability to balance service quality with sustainable practices and regulatory compliance will be critical for continued growth and guest satisfaction.

Discover more at TrustYou and HSMAI Europe.